ASSIGNMENT NAME:

HubSpot: Inbound Marketing and

Web 2.0
Market Research for a New Product Introduction

ASSIGNMENT CODE:

Names of Team Members:

FT Number Student Name
FT183032 Gopinath Kanchi
FT183073 Rima Dutta
FT183021 Ashka Patel
FT183065 Prasanna Joshi
FT183079 Sahil Arora
FT183057 Nikhilesh K
FT183074 Rishabh Singh
 1. What is inbound marketing and what are the components of the
same?

Inbound marketing focuses on the practices and strategies that pull prospective
customers towards a business and its products, through to use of Web 2.0 tools
and applications like blogging, search engine optimization and social media.

There are three components of the inbound marketing,

i) The ability to write compelling content that would attract customers to the
business. This should be useful to customers and not just a promotional
message.
ii) The ability to distribute that content so that it was easily found by
prospective customers using search engines, which required a
sophisticated understanding of search engine optimization.
iii) The ability to attract and engage a community of followers who interacted
with the content, added their thoughts to it in an ongoing dialogue, and
disseminated it to others.

2. Competition Analysis (based on customer funnel)

There are many competitors in market for HubSpot like Eloqua, Web Position,
Nielsens BuzzMetrics Services, Ektron, Traction, Marketo, Coremetrics,
Marketing Sherpa.

The competitor Eloqua was really expensive and complicated. I was

appropriate for the larger enterprises. There was a general review about
Eloqua that if one can get it to work, it is the super powerful, but one has to
give up a big amount to pay for it and the organization needs to hire a full-
time employee to run it because they have all the difficult scripting
languages.

Whereas HubSpot used a software-as-a-service(SaaS) pricing strategy for its

product. Rather than paying a large up-front fee, customers paid a smaller
monthly fee (between $250 and $500), much like a gym membership.
HubSpot was providing four hours of consulting for $500.

The competitors mentioned above were divided in mainly three activity areas
according to customer funnel which are,
 i) Create Traffic
ii) Analyze and qualify leads
iii) Close Sales

Most of the HubSpots competitors chose to play in only one of those areas,
although some offered integrated services that spanned all the three.

3. Customer Analysis (Needs, market composition)

On the bases of the type, nature and CMS of the customers the whole customer
group was divided three ways as mentioned below,

On the bases of type of the customer they were divided in two ways,

i) Owner Ollies and ii) Marketer Marys

Where Owner Ollies was 73% of the HubSpots customers and Marketer Marys was
the remaining 27% of HubSpots customers.

The same way if we distribute the HubSpots customers on bases of the

nature of the business the major two categories are
i) B2B and ii) B2C

Where B2B was 68% of the HubSpots customers and B2C was the remaining 32%
of HubSpots customers.

An another category on the bases of CMS the HubSpots customers are

distributed in three categories, which are

i) Greater than 25 CMS

ii) Less than 25 CMS
iii) Non-CMS companies

Where 85% companies fall into the Non-CMS (Content Management System)
category, 13% companies fall into Less than 25 CMS and only 2% companies fall
into greater than 25 CMS category.
4. Segmentation, Targeting & Positioning - Which segment to target?
5. Issues and Solutions (Marketing Strategy to be adopted)